We realize that in the changing marketing environment, the role of research agencies need to change too. No longer are research buyers satisfied with the traditional role of “data suppliers” played by research agencies. There is an enormous and increasing amount of data available about the consumer. Clients don’t need more data – what they need is a deeper understanding of people’s behaviour. We have been playing a more enhanced role of “research based consultants” in China for several years.

  We position ourselves as experts in the science of defining, collecting and analyzing information to help our clients take the most appropriate marketing decisions. Our role, therefore, goes beyond just data collection and embraces the important aspects of data definition and analysis to draw the implications. We do not believe in going to the client and asking “what do you want to know?” but by asking “why do you want to know?” i.e., understanding what is the decision which is facing you, what alternatives are available, what criteria you will use to make your choice and hence what research information should we collect.

  In recognition of the changing demands of the marketplace and the enhanced demands made of market research agencies, TNS recently repositioned itself globally as the “sixth sense of business”.

　　我们意识到随着市场环境的变化，研究公司的功能也随之发生变化。研究公司的传统数据收集已经不能满足研究资料的购买者。有关客户的资料越来越多。客户并不需要更多的数据。他们急需的是对人群行为的深度分析。我们在中国担任调研咨询角色已有多年的历史。

　　我们把自己定为收集分析定义数据的专家，帮助客户作出最合适的市场决策。我们的职责决不仅限于数据的收集，更包含其他重要的方面比如数据的定义和对决策效果的分析。我们拜见客户不会问“你想知道什么？”，而要问“为什么你想知道这些？”， 理解客户有什么决定，还有没有其他选择，用何种标准作出判断，然后才是需要我们收集何种数据。

　　因为意识到市场需求的快速变化，和市场调研机构的高级需求，TNS最近把自己定位为“公司的第六感”。